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Jen Burkey - Inspire! winner - 4A's Strategy Festival 2013

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Jen Burkey, Sanders\\Wingo Advertising, "The Insight Begins with the Outlook" presentation from 4A's Strategy Festival 2013. More info at http://www.4asstrategyfestival.com/

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Jen Burkey - Inspire! winner - 4A's Strategy Festival 2013

  1. 1. The Insight Starts with the Outlook 4A’s 2013 STRATEGY FESTIVAL JEN BURKEY OCTOBER 29, 2013
  2. 2. JEN BURKEY ACCOUNT PLANNER @JENBURKEY
  3. 3. JEN BURKEY ACCOUNT PLANNER @JENBURKEY The Goal
  4. 4. JEN BURKEY ACCOUNT PLANNER @JENBURKEY The Goal Revitalize the role of strategy
  5. 5. JEN BURKEY ACCOUNT PLANNER @JENBURKEY The Goal CLIENTS DON’T WANT TO PAY FOR IT Revitalize the role of strategy
  6. 6. JEN BURKEY ACCOUNT PLANNER @JENBURKEY The Goal CLIENTS DON’T WANT TO PAY FOR IT CREATIVES DON’T ALWAYS VALUE IT Revitalize the role of strategy
  7. 7. JEN BURKEY ACCOUNT PLANNER @JENBURKEY The Goal CLIENTS DON’T WANT TO PAY FOR IT CREATIVES DON’T ALWAYS VALUE IT ACCOUNT PEOPLE TRY TO SUBSTITUTE FOR IT Revitalize the role of strategy
  8. 8. “What do you do?”
  9. 9. “What do you do?” “I work in strategy and research at an ad agency.”
  10. 10. “So ... you make Powerpoints?”
  11. 11. The Problem AND WHAT CAN WE DO ABOUT IT?
  12. 12. Lost In Translation IT’S NOT HARD TO IMAGINE WHY PEOPLE MAY NOT BE ABLE TO SEE VALUE IN WHAT WE DO WHEN THEY CAN’T ALWAYS DEFINE OR UNDERSTAND WHAT THAT IS
  13. 13. Swiss Army Knife Paradox WITH EACH STRATEGY& TOOL THAT WE ADD TO OUR ARSENAL, WE RUN THE RISK OF OBSCURING OUR PRIMARY PURPOSE
  14. 14. Primary Purpose PROVIDE A POINT OF VIEW ON CONSUMER AND CLIENT REALITIES THAT CREATES SMARTER SOLUTIONS
  15. 15. Strategy& HOW DO WE MOVE FROM BEING A VALUE-ADD TO A VALUE ON OUR OWN?
  16. 16. Beyond the Big Idea WE, AS STRATEGISTS AND AS AN INDUSTRY, NEED TO INNOVATE AND INCORPORATE A SPIRIT OF CREATIVE ENTREPRENEURSHIP
  17. 17. Solve Better Problems IT’S NOT ENOUGH TO DO THINGS BETTER, WE HAVE TO DO BETTER THINGS
  18. 18. Be the Voice of Change CHALLENGE COMPLACENCY AS THE STATUS QUO
  19. 19. Renew a Human & Future Focus LESS JARGON, LESS LOOKING BACK
  20. 20. Be the Architects of What’s Next THE BEST WAY TO PREDICT THE FUTURE IS TO INVENT IT
  21. 21. Be Fearless TOGETHER, LET’S MAKE THIS THE MOST EXCITING TIME TO WORK IN STRATEGY
  22. 22. JEN BURKEY ACCOUNT PLANNER @JENBURKEY Thank You

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